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Big Ops: Converging Digital Ops Domains and Toolsets

Big Ops: Converging Digital Ops Domains and Toolsets | The Marteq Alert | Scoop.it
In martech land, it’s been a growing story around RevOps — revenue operations — that connects together marketing ops, sales ops, and customer success ops under one umbrella, often reporting up to a chief revenue officer (CRO) or chief customer officer.

There are also more specialized ops roles within the marketing and revenue domains: Ad Ops for advertising (in the context of this article, ops for advertisers rather than ops for publishers), Content Ops (closely connected with Web Ops), and Loc Ops for localization, which is often connected into WebOps, DevOps, and Product Ops too. And Partner Ops — or Channel Ops, if you prefer — orchestrating marketing and sales across a company’s ecosystem.

Growth Ops has sometimes been positioned at the intersection of marketing, sales, and customer success. But I think it’s a better fit for “growth” plays that are usually more at the intersection of marketing and product.
CYDigital/marteq.ios insight:

We've been shifting our view of the martech world over to XOps, where the X function intersects with the technology. We're firmly in the Marketing Ops space, specifically AdOps, and that's AdOps for advertisers.

 

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CPG marketers roll the dice on new experiments amid data upheaval - MarketingDive

CPG marketers roll the dice on new experiments amid data upheaval - MarketingDive | The Marteq Alert | Scoop.it
According to Josh Blacksmith, Kimberly-Clark's senior director of global consumer relationships and engagement: "If you earn a consumer's trust, you earn the right to actually be seen in an inbox as opposed to being one of a million messages to just get excused as spam. The first place is definitely getting our first-party data house in order." 

Speaking at Advertising Week in October, Blacksmith detailed how Kimberly-Clark is expanding its approach to promotions past traditional economic incentives, such as coupons, to spotlight deeper brand values like utility, community and exclusivity. To make those connections with consumers, the marketer is striving to lessen its dependence on paid media to drive engagement, while leveraging more owned and shared media experiences to accomplish those goals.

Just as a chapter closes on third-party data, other tactics could see opportunities start to emerge. An important factor for marketers in the CPG space and elsewhere is to not wait for a single, comprehensive replacement to something as ubiquitous as cookies, experts said.

Kimberly-Clark is exploring several areas more closely, including second-party data relationships with publishers and leveraging those in tandem with audience-based targeting, according to Blacksmith. The marketer is also ramping up investments in personalization, he said, while trying to steer clear of pitfalls like leaning in too far on one-to-one marketing, which has previously disappointed CPGs.
CYDigital/marteq.ios insight:

A D2C approach for CPGs may or may not be warranted, but a D2C relationship built on trust and transparency is absolutely a game changer.

 

And that's where we come into play: we directly bridge the consumer and the brand so that the brand has the opportunity to permit the consumer to engage based on trust! See our solution!

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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The CCPA Is Live for Enforcement—Is Your Website in Compliance? | Hanzo - JDSupra

The CCPA Is Live for Enforcement—Is Your Website in Compliance? | Hanzo - JDSupra | The Marteq Alert | Scoop.it
CCPA compliance is complex; what we’re offering here is neither legal advice nor a comprehensive guide to the CCPA. That said, these five tips will give you a good start on making your website CCPA compliant.

1. Add a “Do Not Sell My Personal Information” link to your homepage.

2. Provide notice anytime you’re going to collect personal information.

3. Create a clear, understandable privacy policy and make sure visitors can find it.

4. Provide data request forms and link to them.

5. Make sure website visitors know how to contact you online and offline.
CYDigital/marteq.ios insight:

Get crackin'.

 

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Context is Key: Why Marketers Need Transparency in a Post-Cookie World - MarTech Cube

Context is Key: Why Marketers Need Transparency in a Post-Cookie World - MarTech Cube | The Marteq Alert | Scoop.it
With the cookie set to become obsolete over the next year or two, marketers will no longer be able to rely on retargeting to identify and price their most likely customers. Rather than making spending decisions based on who the consumer is and what sites they’ve browsed in the past, advertisers will instead need deep insight into the context surrounding every click.

The era of the cookie is coming to a close, and marketers will have no choice but to return to the pre-cookie days of making their decisions based on context. And in order to get context-based marketing right, they’re going to need lots of transparency.

Fundamentally, marketers are most successful when they’re maximizing a ratio known as lifetime customer value to customer acquisition costs (LTV-to-CAC). Without a transparent buying partner, marketers don’t get the context they need to pursue this goal effectively.
CYDigital/marteq.ios insight:

Trust, transparency. All concepts that now must be delivered in the age of data privacy. There's a much better path to engagement, and that path is built on data ownership: when you give the consumer ownership over their data, and ask permission to use it, then trust and transparency will be achieved.

 

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How can marketers increase their chances of successful martech investment? – eConsultancy

How can marketers increase their chances of successful martech investment? – eConsultancy | The Marteq Alert | Scoop.it

In simplistic terms, the reason for this could be that companies are investing budget without having the skills, people, or time to deliver the desired outcome.

Of course, there could be much more nuanced reasons at play, too, which is what Econsultancy’s latest whitepaper (in partnership with TAP London), aims to uncover.

One of the main points the whitepaper raises is the importance of clarity, particularly at the start of the process. Crucially, marketers should consider the question: “What are we trying to achieve?” From this, the focus should be on building a business case that is both realistic and motivating.

 

The next step for businesses is to ask another important question. Namely, “Can we achieve the outcome with the technology we already have?”

CYDigital/marteq.ios insight:

The whitepaper is available to subscribers, but the larger point is the last paragraph of the summary!

 

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The downfall of adtech means the trust economy is here - TechCrunch

The downfall of adtech means the trust economy is here - TechCrunch | The Marteq Alert | Scoop.it
I believe the future of marketing is the trust economy. The Stop Hate for Profit campaign, the invasion of privacy and shifting attitudes and behaviors of consumers point to the end of an era where marketers relied upon third-party data. Trust is now the most impactful economic power, not data. We conducted research earlier this year with eConsultancy, and our findings revealed that 39% of U.S. consumers don’t like personal ads driven from cookie data. People don’t want to be tracked and targeted as they click around the web. Ad tech’s roof is caving in and marketers must adjust.

The old methods of marketing won’t carry you through into the era of the trust economy. It is time to look to new channels and revisit old channels. We have to shift back to the channels where we own what is being said. Advertising on social platforms should be focused on driving consumers to owned channels where you can capture their permissions and data to connect with them directly. Consider email as a channel to focus on.

Don’t worry — it works. That same eConsultancy report found nearly three out of four consumers made a purchase in the last 12 months from an email sent by a brand or retailer and massively outperformed social ads when it came to driving sales. Similarly nine times as many U.S. consumers want to increase their participation in loyalty programs in 2020 than those that want to reduce their involvement. You have to ensure you are owning your data and loyalty programs are a treasure trove of consumer data you own. Emily Collins from Forrester does a good job of explaining why you can achieve this with a true loyalty strategy, not just a rewards program.
CYDigital/marteq.ios insight:

From Cheetah Digital, who we consider a competitor for a newco. Their CMO's words are accurate: we completely agree that we're now in the throes of the "trust economy."

 

To elicit trust, there must be communication, and the basis for trust-driven communication is your express willingness to give consumers control over their data, then ask for permission to access and use it for their advantage. 

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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PayPal Holdings (NASDAQ: PYPL) CEO Dan Schulman: “Rise of Digital Wallets Will Drive PayPal’s Growth”

PayPal Holdings (NASDAQ: PYPL) CEO Dan Schulman: “Rise of Digital Wallets Will Drive PayPal’s Growth” | The Marteq Alert | Scoop.it
Finally, I’d like to discuss our recent announcement to increase the utility of cryptocurrencies, as well as embrace new forms of Central Bank digital currencies. We are entering a new era of financial services where our wallets and all the services around them are moving from physical to digital. These include identity management, new forms of commerce and fully digital payments and financial services. As such, we recently announced that PayPal will allow account holders to buy, sell and hold cryptocurrencies first, in the U.S. and then expanding to international markets in the Venmo platform in the first half of next year.

Importantly, we are doing this in close partnership with regulators. As you saw, the New York Department of Financial Services granted PayPal, a first of its kind conditional bit license. With this foundation in place, we will rapidly move at the beginning of next year and allow consumers to use cryptocurrencies as a funding instrument to shop across all 28 million of our merchants. This solution will not involve any additional integrations, volatility risk or incremental transaction fees for either consumers or merchants and will fundamentally bolster the utility of cryptocurrencies. This is just the beginning of the opportunities we see as we work hand in hand with regulators to accept new forms of digital currencies…”
CYDigital/marteq.ios insight:

Straight from the source. What's especially exciting is the level of simplicity that will be built-into the PayPal digital wallet. 

 

This is a huge step towards the massification of crypto, opening it up to all types of brands to adopt it as the basis for digital rewards.

 

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Customer Engagement and Return on Loyalty - The Wise Marketer

Customer Engagement and Return on Loyalty - The Wise Marketer | The Marteq Alert | Scoop.it

What are the characteristics of an effective customer engagement-increasing initiative? They include:

  • Dialogue. Participation by all parties, emphasising flexibility, interactivity. The Domino’s ‘Pizza Turnaround’, an active listening and testing initiative to improve their product and experience used social & direct feedback channels. It helped take Domino’s stock price from $9 to $160 between 2009 and 2016.6
  • Facilitation, not instruction. Effective marketing programs avoid leading, and instead facilitate participation, involving consumers in creating and carrying out the initiative. Sephora’s Beauty Insider encourages customers to work with beauty advisers on their ‘look’.
  • Authenticity. The program must be genuine and not simply a ploy to sell products. Patagonia encourages direct customer to customer experience sharing, Decathlon offers a second-hand marketplace for customers to recycle products, at a real cost to their own sales.
  • Relevance. Information which is useful or pertinent to the decision-making process. Trip Advisor popularised the rating and comments of peer travellers, heightening the relevance of their service.

 

And look for individuals who have;

  • High interest in new experience-seeking.
  • Are looking for meaningfulness in an organization’s program(s).
  • Believe the program is psychologically safe, they will not be made to look foolish.
  • Are psychologically available to your program, have an interest in what you have to say.
CYDigital/marteq.ios insight:

So how do you find these individuals? By collecting data directly from them in exchange for a digital reward.

 

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The rise of first-party data - Marketing Mag

The rise of first-party data - Marketing Mag | The Marteq Alert | Scoop.it
The advantage of third-party data is its large volume and wide scope, but it’s not exclusive and anyone can get hold of it. It’s also impossible to know whether the right audience has been captured, as consumers who once clicked on a skincare product as a one-time purchase may no longer be interested in such products anymore.

First-party data comes from consumers interacting directly with a brand. It helps enrich previously collected identity data, and is what a publisher can understand about its users based on their behaviour, such as details of what content has been read, and a name or email address if one has been provided. While it doesn’t have the size and scale to match third-party data, it’s generally considered to be more valuable because of its relevance and reliability.

So, while it’s clear that first-party data provides the best opportunity for marketers, the challenge ahead is two-fold. How do you grow your first-party data pool while at the same time enriching the data in order to better understand your audience? First-party data is important but it doesn’t tell the whole story. Even if a customer is willing to share their name, age, gender and location, the depth of this knowledge is limited.
CYDigital/marteq.ios insight:

Don't call it enhancing first party data, but replacing first party data with zero party data: data that is volunteered directly by the consumer to you in exchange for a digital reward. 

 

Then add to that all online behavior stemming from interaction with your brand AND OTHER BRANDS, and that's the power of extended zero party data. Let us show you.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Where Should You Focus Your Marketing Personalization Efforts - CMSwire

Where Should You Focus Your Marketing Personalization Efforts - CMSwire | The Marteq Alert | Scoop.it
Gartner’s Evan Bakker, principal analyst on the Digital Performance Benchmarks team for Gartner, suggests the approach to marketing personalization is what’s ultimately critical. He noted that 79% of CMOs are primarily relying on existing markets to fuel growth. That means doubling down on first-party data, or the data collected directly from their own audience.

“Yes, personalization has always been under question,” Bakker told CMSWire. “But I think another overarching objective is to try and extract or draw as much value out of your existing customers as possible, as opposed to eating up a lot of budget on the acquisition side: acquiring new customers who you're not sure whether or not they'll stay. It’s really all about doubling down on your known customers.”

Mary Meeker has his back on this one. In her 2019 Internet Trends report, Meeker reported a reality that Customer Acquisition Costs (CAC) can’t exceed Lifetime Value (LTV) for very long. 

Specifically, Bakker's research found marketers would benefit if they focus on:

Explicit First-Party Data: Which Gartner defines as data “actively entered by the user, e.g., gender, phone number, birthday, on brand sites.”
Implicit First-Party Data: Data “captured based on session behavior and location by the brand on site.”
CYDigital/marteq.ios insight:

Without the right data, personalization is impossible. But first party data, explicit or implicit, is not nearly as strong as zero party data. And extended zero party data, from marteq.io, is the most powerful source of data for the brand. Ask us.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Survey: 55% Of Video Ad Spend Is Audience-Based, But 1 In 5 Aren't Sure They're Reaching The Right Audience  - MediaPost

Survey: 55% Of Video Ad Spend Is Audience-Based, But 1 In 5 Aren't Sure They're Reaching The Right Audience  - MediaPost | The Marteq Alert | Scoop.it
A recent survey of 200 U.S. advertiser and agency video decision-makers finds them reporting that 55% of video advertising budgets are allocated to audience-based buys, versus 45% to traditional demo buys — with little expectation of any significant shift in that ratio in the next year. 

But one in five don’t think they’re reaching the right audiences very effectively, and on average, respondents estimate that their video ads aren’t relevant to one in three of consumers reached. 

80% said that reaching the right audience is the most important step in delivering a relevant video ad experience, but just 21% said they’re completing each step in reaching audiences effectively. 
CYDigital/marteq.ios insight:

What wastage! 

 

The level of efficacy is far greater when there is delivery at the right time to the right person...especially when the consumer is open to receipt of the message. That's our goal with the Marteq application: the right message at the right time to the right person.

 

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List of Cryptos you can buy and sell on PayPal - Nairametrics

List of Cryptos you can buy and sell on PayPal - Nairametrics | The Marteq Alert | Scoop.it
PayPal has linked up with the crypto exchange and stablecoin issuer, Paxos Trust Company to allow its millions of users in the US to purchase, sell and store Ethereum (ETH), Bitcoin Cash (BCH) Bitcoin (BTC), and Litecoin (LTC).
CYDigital/marteq.ios insight:

We believe that the use of cryptocurrency as the basis for digital rewards/loyalty is close. Imagine your consumer's loyalty points convertible to cash on open exchanges via PayPal.

 

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Bad First Impressions Drive One-third of Consumers to Delete Apps - MarTech Series

Bad First Impressions Drive One-third of Consumers to Delete Apps - MarTech Series | The Marteq Alert | Scoop.it
  • Almost half of consumers (46%) said they wouldn’t register for a new account if it was too difficult to sign up.
  • Consumers have a short fuse when it comes to poor digital experiences, with 35% cancelling or deleting an app if they have trouble logging in, while 32% said they would switch to a competitive service or app.
  • Consumers said preventing their data from being resold to third parties is a top priority when considering app features (70%).
  • Based on the survey findings, consumers 65+ gave the highest ratings overall for digital experiences, but those 18-24 are the most difficult to please. Across the globe, the Gen Z age group is most likely to delete their account (37%) or change service providers (34%) if they have a difficult login experience. 
CYDigital/marteq.ios insight:

The data comes from a study completed by ForgeRock. Go here for their infographic:   https://www.forgerock.com/resources/view/116630527/infographic/new-normal-vol2-infographic.pdf

 

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Personalization In Retail Is Here To Stay—But What Does It Mean? - Forbes

Personalization In Retail Is Here To Stay—But What Does It Mean? - Forbes | The Marteq Alert | Scoop.it
In general, the definition of personalization fell into two buckets: marketing and promotion. On the marketing side, personalization means offering customers something that speaks to them on a human level.

When discussing personalization from the promotional standpoint, subjects had an even more diverse range of opinions. While many saw opportunity in personalized promotions, others expressed concern over a “race to the bottom” mentality when it came to discounting.

Those that saw opportunity in personalized promotion tended to view the strategy through the lens of loyalty. If consumers can be siloed off by their purchasing habits, they can be given special promotional pricing not offered to other customers. And, by that reward system, they build brand loyalty while simultaneously boosting sales. This strategy also presented the issue of “cannibalizing” profit; giving loyal customers deals when they would be buying the same product at full price. By tailoring the offering, however, retailers can find value where perhaps it didn’t exist before.
CYDigital/marteq.ios insight:

Personalization of offers, of those items that are timely and priced correctly to incent the sale where there may not have been one.

 

That's what we do: delivering a JIT delivery of customized offers based on the consumer's specific and communicated desires, stemming from extended zero party data.

 

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Using the scientific method to test digital marketing strategies - ClickZ

Using the scientific method to test digital marketing strategies - ClickZ | The Marteq Alert | Scoop.it
  • Using internal and external data pulled through online conversations and technology such as artificial intelligence can help fuel the “question and research” phase of a company’s scientific approach to marketing strategies.
  • Increasing content personalization, adjusting ad spend, and implementing chat bots can all be effective ways companies can test different hypothesis.
  • Once you’ve gone through your data and tested different strategies to see which best align with your business goals and objectives, then you’ll be able to continue to build out and expand on these tactics to innovate in ways that best suit your business.
  • Even with all the uncertainty of 2020 this is also an ideal time to establish or revamp digital marketing strategies, not only positioning your business to rebound more successfully, but to prepare for an even-faster-evolving world.
CYDigital/marteq.ios insight:

There was an acronym that fell out of favor, and for the life of me I don't know why: ABT. "Always Be Testing." Can we please get back to ABT, even if it's just plain ol' A/B testing (vs. MVT).

 

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The Dark Side Of Customer Experience - Forbes

The Dark Side Of Customer Experience - Forbes | The Marteq Alert | Scoop.it
In the digital world, questionable user experience design tactics are common enough that there’s a term for them:  “dark patterns” (a phrase coined by British UX designer Harry Brignull back in 2010).

Dark patterns refer to digital design techniques that purposely (though sometimes subtly) nudge the customer’s behavior in a certain direction.  Examples include:

The preselection of a purchase option which leads customers to unwittingly sign up for services they didn’t intend to buy.
Using brighter colors, bigger button sizes and strategically labeled links to get customers to click on certain options.
Free trials for services which require the customer to enter credit card information, and then deliberately avoid alerting the individual when the trial is expiring and recurring charges are commencing.
CYDigital/marteq.ios insight:

Just follow the Golden Rule.

 

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Whether you’re a brand or an agency, standing still simply isn’t an option - The Drum

Whether you’re a brand or an agency, standing still simply isn’t an option - The Drum | The Marteq Alert | Scoop.it
As the media ecosystem continues to evolve, achieving a single customer view across all channels will no longer be the holy grail for marketers. As the walls of the walled gardens continue to get higher, we’re seeing platforms wanting to own the entire user journey and experience. This in turn means that brands will not be owning data in quite the same way.

With data privacy and the death of the cookie being front of mind for many marketers, brands will be looking carefully at how they gather and utilise customer data. We’re heading towards a zero-party data approach, where brands collect data from consumers either directly through their in-house marketing teams or via their agency partners.
CYDigital/marteq.ios insight:

Zero party data is really the only viable means by which to build a data-driven approach today.

 

And the best form of ZPD is eZPD, where the "e" is extended to data collected directly from the consumer's online behavior only with their permission and via the provision of a digital reward. That's the basis for our Marteq application.

 

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1 in 5 Consumers Has Avoided Buying a Brand Over Its Data Practices - PR Newswire

1 in 5 Consumers Has Avoided Buying a Brand Over Its Data Practices - PR Newswire | The Marteq Alert | Scoop.it
In the survey of more than 30,000 consumers across 63 global markets, over 20% of respondents report having reduced or abandoned their use of a brand or company due to data privacy concerns. Moreover, 19% report having switched to or selected a competitor company for its better data policies.

"Overall, the results suggest a need—and opportunity—for companies to overcome consumers' skepticism and relieve their anxiety," said Denise Dahlhoff, Senior Researcher at The Conference Board. "Consumers' digital engagement has skyrocketed during the pandemic, making transparency about data practices more important than ever before."
CYDigital/marteq.ios insight:

That's an incredible percentage of abandons, and a tremendous eye-opener. You do not want to lose one in five consumers due to data privacy issues.

 

The best approach: provide your consumers with the means to control their data! With control, and an exchange of that data for a digital reward, you'll have secured your consumer's trust while dramatically improving your engagement. That's the basis of our Marteq application.

 

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The Cookie Apocalypse: how you can start planning now - AdNews

The Cookie Apocalypse: how you can start planning now - AdNews | The Marteq Alert | Scoop.it
● Apple’s making Intelligent Tracking Protection (ITP) almost impenetrable. So, marketers have been forced to accept third - and some first-party cookies will not be part of audience tracking in future.
● Advertising platforms can no longer use unique identifiers to track users across sites. This will reduce the platforms’ knowledge of users, limiting both the scale and performance of audience targeting.
● Analytics platforms, which rely on first-party cookies, will also be impacted. With the most recent iterations of ITP, any first-party cookie set by the browser will have a shelf life of seven days, and this will make user journey tracking beyond that period much more difficult. So, where the buying cycle is longer than a week - such as automotive and finance products - there is a significant problem.
● With these seismic changes, we must understand the implications on marketing strategy and reporting and adjust to improve audience insights.
CYDigital/marteq.ios insight:

No better audience insight than that which comes directly from the consumer. And this is what is delivered by extended zero party data, via the Marteq solution.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Reconsidering the Role of AI in the New Advertising Landscape - MarTech Cube

Reconsidering the Role of AI in the New Advertising Landscape - MarTech Cube | The Marteq Alert | Scoop.it
With the existing programmatic ecosystem plagued by ineffective value exchanges (due in part to its reliance on the 3rd party cookie) and a renewed expectation from consumers that brands be transparent and authentic in every engagement, now is the time to stop ignoring what isn’t working and evolve our industry for the better.

No time like the present, particularly at this inflection point where many of the tools advertisers once relied on are being disbanded.

AI can now help advertisers understand tone, sentiment, creative preferences — even which influencers are more likely to resonate with a consumer – at scale. AI advertising can help augment the human thought process by recognizing patterns; making more accurate predictions, and providing insights on the still endless data signals that remain available.
CYDigital/marteq.ios insight:

At the end of the day, there's still a probability for error when using AI; note the phrase "more accurate predictions."

 

The accurate means by which to advertise/promote is based on what the consumer actually communicates to you, either overtly or via online behavior, and this is accomplished through our extended zero party data. Let us show you something much better than AI.

 

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The New B2B Buying Process - B2B Buying Trends for 2021 | TrustRadius

The New B2B Buying Process - B2B Buying Trends for 2021 | TrustRadius | The Marteq Alert | Scoop.it
The TrustRadius B2B Buying Disconnect is an annual research report that reveals year-over-year changes in business technology buying and selling.
CYDigital/marteq.ios insight:

Excellent data available for download.

 

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Rethink experience curation not personalization - ClickZ

Rethink experience curation not personalization - ClickZ | The Marteq Alert | Scoop.it
  1. Marketers might believe that implementing personalization will result in every customer having a unique experience, and that they will actually realize that their experience differs from the experiences of others.
  2. Many attempts at personalization often simply segment audiences into a small number of cohorts and then push different content or offers to each cohort.
  3. While it’s fine to segment customers and align content and offers accordingly, marketers must take the next step: create satisfactory experiences for the customer through a process of curation.
  4. The process of Experience Curation starts with a few core principles:
  • Customers are more than the provided or inferred demographic, sociographic, and psychographic data associated with them.
  • Customers’ needs and wants change across time and situations.
  • Experiences can and should be more than just targeted offers and relevant content.
CYDigital/marteq.ios insight:

This is a GREAT point, and not easily accomplished with today's data sources.

 

However, extended zero-party data does provide you with the ability to segment by experiences, as the consumer experience would be communicated directly to you from the consumer, either overtly or via behavior.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Can You Trust Google's VPN Service With Your Private Data? - Make Use Of

Can You Trust Google's VPN Service With Your Private Data? - Make Use Of | The Marteq Alert | Scoop.it
So, can you trust VPN by Google One to protect your privacy?

Privacy-focused ProtonVPN (operated by Proton Technologies, who also run ProtonMail) does not believe so. The company released a passionate call to resist VPN by Google One and reject Google's advances in the VPN sector.

"VPNs have long been essential online tools that provide security, freedom, and, most importantly, privacy. Each day, hundreds of millions of internet users connect to a VPN to prevent their online activities from being tracked and monitored so that they can privately access web resources. In other words, the very purpose of a VPN is to prevent the type of surveillance that Google engages in on a massive and unprecedented scale."

Strong words from ProtonVPN. But for many privacy advocates, they hit the nail on the head. On countless occasions, Google has shown that privacy will eventually fall to the wayside in search of profit and greater market control.
CYDigital/marteq.ios insight:

I think we can be sure that the fox in the henhouse is not the foolproof approach to data privacy.

 

Consumer are becoming more savvy regarding data privacy, and they're smarter than the average bear. We fully expect that this will effort will not be overly successful.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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57% of US consumers would forego marketing personalization to protect their data - Marketing Dive

57% of US consumers would forego marketing personalization to protect their data - Marketing Dive | The Marteq Alert | Scoop.it
  • Marketers walk a fine when it comes to privacy, as 20% of global consumers reported they have abandoned or reduced their use of a brand over its data practices, according to findings from a new survey The Conference Board conducted in partnership with Nielsen.
  • About one-fifth (19%) of consumers have switched to a competitor that adheres to what they perceive to be better data policies, the Consumers' Attitudes about Data Practices report found. Globally, 44% of respondents said they would forego personalized content, including brand messages, offers and experiences, if it would mean not having to share their personal information.
  • Those figures are even sharper in the U.S., with more than half (57%) of consumers spurning personalization to preserve their privacy. As marketers adjust their strategies to account for policy changes from major platforms like Apple and Google and stricter data-privacy regulations, the research makes clear that they need to establish greater trust and transparency if they want to keep consumers engaged.
CYDigital/marteq.ios insight:

What's NOT mentioned: far more than half of consumers are willing to exchange their data for a reward!

 

This is doable, and we have the solution to permit consumers to capture and exchange their data with you for a reward. 

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Instagram gives users new control over personalized ads using third-party data   | Ad Age

Instagram gives users new control over personalized ads using third-party data   | Ad Age | The Marteq Alert | Scoop.it

"Instagram is rolling out a new control that lets users opt out of personalized ads from its advertising partners—and could force marketers to change their approach to the platform.

 

The settings, called “Data from Partners,” will prompt users to choose whether the Facebook-owned social media platform can use data from partners to serve up more targeted ads. The technology is why ads for exercise gadgets appear after browsing websites related to back pain, for instance, or why ads for noise-canceling headphones seem to follow users around even on different platforms—long after an initial visit.

 

Users will see a one-time notification inside the app that prompts them to keep or change their settings. Instagram says opting out will not change the volume of advertisements, and the setting will roll out to all users globally throughout the week. The choices will also reflect changes a user may have previously made on Facebook through its Ad Preferences settings."

CYDigital/marteq.ios insight:

We're in the beginning stages of extensive data notifications from platform to consumer, and it's going to continue at a far faster pace. 

 

For the marketer, this means less access to third party data to mesh with first party data. Solution: extended zero party data which replaces third party data at a fraction of the cost.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Why Marketing Operations Got a Billion-Dollar Nod in Adobe-Workfront Acquisition - CMSwire

Why Marketing Operations Got a Billion-Dollar Nod in Adobe-Workfront Acquisition - CMSwire | The Marteq Alert | Scoop.it
Workfront falls into the categories of Marketing Work Management (MWM) platforms, or Marketing Resource Management (MRM). It’s part of the “projects and workflow” subcategory on the Martech Supergraphic by Scott Brinker. The subcategory has seen a 41% growth since 2019, third behind conversational marketing & chat (70%) and governance, compliance and privacy (68%).

Gartner calls Workfront an enterprise Project and Portfolio Management (PPM) and collaboration work management platform provider “with distinct support for the marketing use case” in its Market Guide for Marketing Work Management Platforms published June 23. According to Gartner researchers, more than 77% of Workfront customers use the platform for marketing, and 14% of customers are agencies. Workfront already had Workfront for Adobe Assets and was a partner for the Adobe Creative Cloud and Adobe Experience Cloud exchange programs.

The Workfront acquisition addresses a functional gap between Adobe Creative Cloud and Adobe Experience Cloud, according to Chris Ross, vice president analyst in the Gartner for Marketers practice. The acquisition could allow Adobe to better connect creative and design tools and processes with technologies for execution of digital experiences. Further, Ross added, this acquisition leverages Adobe’s relationships with the creator and design community and Workfront’s marketing work management capabilities.
CYDigital/marteq.ios insight:

MRM and DAM is prime for a blockchain takeover. It makes too much sense. And it's already starting.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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